How detailed product information strengthens eco-friendly consumption

摘要: Whilst many studies consider labelling as means of aggregated communication environmental product features, the presentation detailed information seems a promising alternative. However, mechanisms through which takes effect on consumers requires better understanding. The purpose this paper is to empirically develop framework that focuses consumers’ perceived usefulness of, and trust in, information, whilst also considering role self-identity. This understanding will help businesses further stimulate eco-friendly consumption.,Structural equation modelling conditional process analysis are utilised test hypotheses based sample 279 respondents German online survey.,Results show (PUPI) has positive purchase intention, intensified by an individual’s Furthermore, for with high self-identity, PUPI intention mediated in turn resistance negative information.,This study contributes debate ethical consumption showing how gives rise favourable behavioural outcomes. When being useful, it can affect greater increased information. Further, appears beneficial both, mass market specific segments Hence, establishes effects consumer decision making, thus informing sustainability-related marketing theory practice.